IAA and Ipsos have delved into Lebanon’s new generations in an exhaustive, very detailed, methodologically-flawless, and nicely designed and offered research which sweeps throughout the wants, needs, and behaviors of the millennials (born between 1981-1996) and Gen Z (1997-2012). The research covers many components – from their work, schooling, sources of leisure, salaries, on-line conduct (hours spent on-line, strategies of purchasing, and many others…).
The ultimate output, is definitely very plausible. I say so as a result of too many research and statistics are clearly tainted in make-believe and the IAA-Ipsos appears to get outcomes which actually make sense for his or her potential viewers which ultimately are literally promoting/advertising and marketing companies and anybody working in communication.
69% of the pattern whose common age was 25.5 are nonetheless single, 38% are secondary educated, adopted intently with 35% who’ve a bachelor’s diploma (logical, Lebanon nonetheless enjoys a university-aspirational schooling regardless of the drop in stage of mentioned universities), half are paid in USD, additionally virtually half selected their careers based mostly on monetary concerns, nevertheless 72% usually are not working within the subject they majored wherein in extenso implies that additionally half of them would change the careers they work in (curiously, based mostly on monetary concerns as a motive). 73% usually are not excited about working overseas (nevertheless among the many 27% solely 18% are engaged on it) with France main the pack as a possible vacation spot for finding out.
51% would need to work overseas (clearly extra within the Gen Z than millenials) with UAE being the selection (far more than every other vacation spot) with respondents being swayed with larger salaries and advantages.
The research extensively covers AI, web entry and use, favourite apps, social media notifications, impression of social media on wellbeing, communication selections and expertise’s affect on relations, tv viewing habits and multi-screen utilization habits, radio listening developments and shifting habits, leisure preferences and frequency, on-line purchasing habits and preferences (with some main findings in there), drivers of on-line purchasing and most well-liked strategies of fee (once more, advert companies would possibly actually look intently into these sections) along with options/points, on-line safety and grocery purchasing preferences, supply apps and person expertise (once more, advert companies would possibly look into all these, the entire let’s-drop-a-bucket-to-the-vendor-downstairs now not works!) and app selections (for meals supply).
Any communication, advertising and marketing, promoting company ought to run to purchase a replica of the research. And sure, some outcomes are predictable however different are so completely “Lebanese” they’d make any worldwide government/artistic value their salt cease useless of their tract if promoting or advertising and marketing in Lebanon.
